Reports: Streaming

Browse all of our reports, featuring our analysts' expert insights and analysis of audience segmentation, emerging trends and technologies, value chains, market shares, predictions and more – backed by our proprietary survey data and bespoke models & forecasts. Become a subscriber to get new ones every month, or just pick one to get started.

Streaming Music Growth
How The S-Curve Will Determine Growth

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Mark Mulligan

April 2017

Consumer behaviour

Streaming

Streaming Music

Streaming music drove trade revenues of $5.4 billion in 2016, up 57% from $3.5 billion in 2015 while music subscribers grew from 68.5 million to 106.3 million over the same period. The rate at which the streaming music market will grow, and the level at which it will peak, is determined not just by industry strategy but also by the underlying laws of consumer adoption.

Q4: 2016 Streaming Music Market Update
Competition Is Hotting Up

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Mark Mulligan

April 2017

Streaming

Spotify

YouTube

2015 was the year in which streaming music came of age but 2016 was the year when it hit the long anticipated milestone of 100 million subscribers, transforming the global recorded music business. 2016 was defined by accelerated subscriber growth, steady global expansion, new competition and strengthening streaming brand identities.

The Experience Economy
The Value Shift In Media Assets

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Zach Fuller

March 2017

Streaming

Apple

Spotify

With content now a more difficult proposition in itself to sell directly, the overall experience becomes, for many, their central core monetisable proposition. We have already seen this development in the online world which is characterised by the transition from sales to consumption.

Streaming Music Pricing
Inelastic Stretching

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Mark Mulligan

February 2017

Streaming

Streaming Music

streaming subscriptions

Pricing has long been an issue for streaming music subscriptions, with the $9.99 price point having the double challenge of reducing the spending of the most valuable music buyers and being higher than the average spend of most music buyers. Streaming services have worked around the issue with a combination of telco music bundles and aggressive price discounts.

Overcoming VR Adoption Hurdles

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Zach Fuller

January 2017

Streaming

Radio

Paid Content

When it comes to disruptive technology, emerging formats such as Virtual Reality have been here before. The part about innovation that can so often omitted by uplifting TED lectures is that whilst these technologies present incredible opportunities, amongst the hype and excitement are often serious debates on how differently various contributors within the technology ultimately view the world and the value that they contribute.

MIDiA Research Predictions 2017
The Year Of The Platform

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Karol Severin, Mark Mulligan, Tim Mulligan and Zach Fuller

November 2016

Streaming

Streaming Music

Paid Content

As we correctly predicted, 2016 was the year video ate the world. 2017 is going to be shaped by the battle for consumer attention through formatting and distribution wars. VR is likely to cede further ground to AR, bots will become established, while messaging apps add to their dominant position (even though user growth will slow).

Paid Content Consumer Deep Dive
The Emergence Of A Sophisticated Audience

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Zach Fuller

November 2016

Subscriptions

Streaming

Online video

In the old world, there were clear demarcations between media types, bordered with proprietary media and playback devices. However, different entertainment forms now exist in more interdependent ecosystems than they did in the analogue era, with all-in-one app stores blurring the boundaries and turning media consumption into an amorphous whole where content types compete directly with each another for both time and money.

Spotify User Profile
An Increasingly Mainstream Yet Digitally Sophisticated Audience

Mark Mulligan

November 2016

Subscriptions

Streaming

Spotify

Spotify is the poster child of streaming music, having done more than any other company to grow the segment and to prove the freemium business model at scale. It has built an active user base that outshines any other freemium music service, and through tactics such as telco bundles and pricing discounts continues to squeeze every last drop of opportunity out of the $9.

Soundcloud User Profile
Male Dominated Music Sophisticates

Mark Mulligan

November 2016

Streaming

Streaming Music

SoundCloud

SoundCloud is in many respects the odd one out in the audio streaming landscape. While the market is dominated by major label orientated subscription services like Spotify, Apple Music, Deezer and Napster, SoundCloud has plotted a different path – one centred around independent content, creator uploads and free access.

Streaming Music Health Check
Streaming’s Watershed Moment

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Mark Mulligan

October 2016

Subscriptions

Streaming

Streaming Music

Q2 2016 emerged as a watershed moment for streaming music, with label streaming revenue growing strongly enough to lift overall revenues for all three major labels. Meanwhile Spotify and Apple registered record growth, soon followed by streaming announcements from Amazon, Pandora and iHeart Media.

Music Consumer Segmentation 2016
Subscriptions Swell Aficionado Numbers

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Mark Mulligan

July 2016

Music consumers

Subscriptions

Streaming

Midway through the streaming transition, consumer segmentation is more complex and nuanced than ever before. The traditional methods of segmenting by spending behaviour retain a core value, while those based on attitudes are most valuable for understanding streaming consumers.

State Of The YouTube Music Economy
Growing Tensions As Worldviews Collide

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Mark Mulligan

July 2016

Streaming

Streaming Music

YouTube

YouTube is the music platform of choice for Millennials and Gen Z and is by far the most widely used streaming service on the planet. But YouTube and music rights holders have never been the closest of partners and intensive lobbying and counter lobbying in 2016 turned up the heat.

Cross Border Listening
Borderless Hits And Curated Playlists

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Mark Mulligan

May 2016

Streaming

Streaming Music

curation

The US and the UK have long dominated the global music industry, thanks in no small part to the benefit of having that most exportable of languages English as their mother tongue. A heritage of decade after decade of stellar artists and music scenes of course also helps, but the first signs are emerging of smaller music markets being able to make their mark on the global arena in a way previously unimaginable.

After The Album
How Playlists Are Re-Defining Music Consumption

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Mark Mulligan

April 2016

Subscriptions

Streaming

Music Subscriptions

Streaming hit a host of milestones in 2015, reaching 67.5 million subscribers and driving $2.9 billion of trade revenue, up 31% on 2014. While the competitive marketplace upped the ante, music services wielded curation to drive differentiation. Playlists have always been the core currency of streaming, but now more than ever they are becoming the beating heart, the fuel which drives both discovery and consumption.

Music Market Region Profile: Latin America
Streaming Drives A Music Market Renaissance

Leo Morel

March 2016

Streaming

Streaming Music

mexico

Driven by the proliferation of smartphones, streaming is beginning to gain traction across Latin America, resulting in new forms of music consumption. Whereas interest in physical formats has been steadily falling, most Latin American countries have not developed music download markets, thus creating latent digital demand.

P2P In The Age Of SVOD
Rights Fragmentation Gives Piracy A Free Pass

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Mark Mulligan

February 2016

Streaming

p2p

Video subscriptions

Ever since the advent of Napster, media industries have been locked in a war against free. Learning from the lessons of the music business, TV companies nipped much of the P2P demand for shows by fighting free with free itself, launching services such as Hulu and BBC iPlayer.

Telco Music Strategy
Ironing Out The Strategic Kinks As Objectives Evolve

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Mark Mulligan

November 2015

Subscriptions

Streaming

music bundles

In a few short years, telco music bundles have gone from a useful ancillary revenue stream to a core component of the streaming landscape. Despite long standing issues about how success can best be measured, telcos continue to invest heavily in music deals that are unlikely to ever deliver direct profit but that instead help drive metrics across the rest of their businesses.

Global Music Forecasts 2015-2020
Declining Legacy Formats Cancel Out Streaming Growth

Cover image for Global Music Forecasts 2015-2020

Mark Mulligan

October 2015

Subscriptions

music sales

Music revenue

In a few short years streaming has gone from being an interesting sideshow to the most important component of the recorded music market in terms of impact, innovation and disruption, though not in revenue terms. Indeed streaming still only represents 16% of all recorded music revenue but its growth is directly impacting virtually every other aspect of the industry.

Music Market Country Profile: Mexico
How Streaming Is Unlocking Latent Opportunity

Leo Morel

September 2015

Streaming

mexico

Latin America

The Mexican music market is one with huge potential despite two consecutive years of recorded music revenue decline. With a population of 122 million and growing internet and smartphone penetration, Mexico has the foundations for becoming a key digital music market.

Streaming Music Discovery
When The Journey Becomes The Destination

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Mark Mulligan

July 2015

Streaming

free

Discovery

When YouTube first starting rising to prominence streaming music was still in its infancy. Thus even though royalty payments were far from setting the world alight, there was a clear case for YouTube views driving discovery which then led to sales. Fast forward to 2015 and digital sales are rapidly losing ground to streaming which in turn throws into question the entire raison d'etre of on demand free streaming as a driver of sales.

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